Snyder's of Hanover Introduces ' Pretzelface' in Spooky Ad Series from Leo Burnett

Campbell's Snacks pretzel brand Snyder's of Hanover is welcoming the Halloween season with a spooky ad series that brings to light a new horror icon. 

Made together with global advertising agency Leo Burnett Chicago, the snack company introduces "Pretzelface," a character inspired by classic horror tropes and urban legends, whose name is, well, pretty self-explanatory. 

In a series of commercials, Pretzelface proposes that Halloween should be both sweet and salty, and encourages everyone to add pretzels to their mix of treats. 

Campbell's Snacks Associate VP Justin Matijcio reinforces this idea and shared that the brand is taking its everyday pretzel obsession to "spooky new heights" this season. 

Apart from the spots, Pretzelface will also make his debut in various social media efforts, which include YouTube and TikTok.

Beyond the sweets, Halloween campaigns are always a treat — and Snyder's of Hanover's latest efforts are no exception.

Getting silly and spooky with ideas always makes for a great brand marketing strategy sure to make your brand the talk of the town this ghoul season. 

Seasonal marketing is something that not only increases a product's relevance for special occasions, it also builds brand affinity with consumers.

Kitchen Time with 'Pretzelface'

The 30-second hero spot wastes no time introducing us to Pretzelface, who greets viewers with an eerie "trick or treat," complete with a spooky soundtrack.

"Why is it always 'give me candy,' never pretzels?" the Halloween persona says as he prepares to make candy-infused treats with pretzels.

After a montage of seriously creepy shots, Pretzelface softens up, brings his pretzel-candy creations out of the oven, and says, "These are so cute!"

"Make Halloween sweet and salty," he says, closing the spot. 

Another spot shows Pretzelface teaching the audience how to prepare salty and sweet Monster Snaps in the kitchen.

First, he preheats his oven to 350 degrees. Then, he places chocolates on top of the Snyder's snap and bakes them.

Once they're done, Pretzelface lets his treats cool down before decorating them with eye candy.

Other spots follow the same premise, where Pretzelface teaches everyone how to make Mini Ghouls and Mummy Rods.

This week, Supercell's Clash Royale also launched a Halloween-inspired spot to promote its new in-game season.

Editing by Katherine 'Makkie' Maclang